Online presence management is the process of presenting and drawing traffic to a personal or professional brand online. This process combines web design and development, blogging , search engine optimization , pay per clickmarketing, reputation management , directory listings, social media , link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.

Online presence management is separate from web presence management and is responsible for marketing and messaging discipline while it is governance, risk management, and compliance (GRC) discipline.

Theory of online presence management

Due to the evolving nature of Internet use, a website is not sufficient to promote most brands. To Maintain a web presence and brand recognition , Individuals and companies need to use a combination of social tools Such As Google Maps , Facebook , Twitter , Flickr , YouTube , and Pinterest , as well as Cultivating a brand is presence mobile apps and other online databases .

The online presence management process starts with the calculation of goals. Once again, this strategy is in place, and continues to be a process of evaluation and evaluation. quote needed ]

An online presence management strategy has several parts. Generally speaking, it will include the search engine placement, monitoring online discussion around the brand, and analyzing the brand ‘s overall web presence .

Elements of online presence management

Web design and development

Web design ensures that the brand is visually attractive through website layout, logo, image placement, and other strategies. This may include an understanding of the principles of the scheme and the implementation of the scheme. Web development includes programming sites, creating mobile versions or apps , and related activities. A developer can tie in the navigation and integrate search engine optimization into a brand’s website. Security configuration is also important to ensure brand reliability online.


Blogging can promote a brand through consistent, interesting content with a particular brand. Microblogging through services such as Twitter may be particularly effective for establishing and maintaining name recognition. Blogging is also a way to respond to brand-related complaints and maintain a positive focus around a brand.

Search engine optimization

Search engine optimization is the use of keywords in a web site to increase its ranking and thus visibility in the organic, crawler-based listings of search engines. Search engines use a spider or a crawler to gather listings by automatically “crawling” the web. The spider follows links to web pages, makes copies of the pages, and stores them in the search engine’s index. Based on this data, the search engines then index the pages. Major search engines that index pages using Google , Yahoo , Bing , AOL , and Lycos .

Some methods to optimize a web page in search engines are:

  1. Using keywords in a domain name
  2. Strategic linking (page link, target, and keywords in link text)
  3. Keywords in headings, page titles, and image descriptions
  4. Title tags
  5. Meta description tags (not relevant for all search engines)

Internet advertising

Internet advertising is a form of broadcasting and promotion of products, ideas, or services using the Internet to attract customers. A 2011 advertising industry survey found that 21 percent of Internet users consider the most relevant advertising system. Internet advertising has other media advertising such as newspapers, magazines, and radio. Internet advertising targets users interested in reading and writing a text or image.

Reputation management

Main article: Reputation management

Reputation management is the process of tracking actions and opinions, looking for positive and negative opinions of any particular service or product, and removing negative opinions (if any) and converting them into positive ones. It is important, however, not to attack or try to obscure negative opinions through devious means, as it is likely to have an overall negative effect on the brand. A better strategy is to respond to complaints and an apologetic attitude, cultivating later positive reviews.

Social media marketing

Social media marketing uses social media platforms to create and foster communities and relationships. Social media marketing is focused on creating content that attracts attention and encourages readers to share content with their social networks. Social messages are often effective because they usually come from a trusted, third-party source, rather than the brand itself.

Understanding what tools are available and how to use them successfully in social media marketing. Some of these tools include:

  1. Social media content management
  2. Social media publishing and scheduling
  3. Social media monitoring
  4. Social aggregation
  5. Social bookmarking and tagging
  6. Social analytics and reporting
  7. Automation
  8. Validation

Social media management

Many of the tools listed above are often found in a social media management system. This is a collection of procedures used to manage workflow in a disparate social media environment. These procedures can be used to manage, manage, publish, and manage multiple social media channels from one tool. [1]

The common features of a social media management system include access control, content libraries, publishing and scheduling, workflow, aggregation, listening, feeling, analytic and archival functionality. Jeremiah Owyang is often referred to by Altimeter Group , now part of Prophet . quote needed ]

See also

  • blogging
  • Reputation management
  • Search engine optimization
  • Social media management system
  • Web presence management


  1. Jump up^ “List of Social Media Management Systems (SMMS) | Web Strategy by Jeremiah Owyang | Digital Business” . . Retrieved 2015-08-09 .